Sam Kekovich defends Australia Day ad campaign0:28

SAM Kekovich, the face of the Australia Day lamb ad, has challenged vegans to try lamb and “get a life” as formal complaints against the campaign rocket to a near record level.

As at 3.30pm today, more than 600 complaints have been lodged with the Advertising Standards Bureau (ASB) by individuals and organisations mainly offended with the attack on vegans in the ad.

That figure is as much as the number of complaints made against an ad for extra-marital dating agency Ashley Madison last year.

If the outcome of that case is anything to go by - the ad was axed - then this is no longer a laughing matter for the Meat and Livestock Australia campaign.

Appearing on Sunrise this morning, Kekovich said the success of the ad spoke for itself.

“You would know since the ad’s inception, 11 years ago, what has been the one concern that has been prevalent in all that time? It’s that devious treacherous group, the Vee Garden Square, they have always impinged themselves on our coat tails, trying to glean some traction off our success,” the Lambassador said.

Offending scene ... A vegan’s kale is torched in the Australia Day lamb ad.Source:Supplied

“This campaign, let me tell you, has been overwhelmingly well received by all the establishing holders, including the consumers, the red meat industry and every one else associated with it. The vegans need to get a life.”

The former Aussie Rules player also backed the inclusion in the ad of legendary SBS newsreader Lee Lin Chin, after host David Koch suggested perhaps her inclusion made matters worse for the campaign.

“Quite to the contrary. What a wonderful woman. Isn’t she almost like regal like? She would be well suited to our foreign ministry, I reckon,” Kekovich said.

“She is a wonderful uniting catylst and the way she put it across, even gives it a bit more kudos. Don’t blame the finger at her.”

Kekovich then challenged his vegan opponents to try lamb, suggesting they are jealous of the success of the campaign.

“I will handle the vegans, let me assure you. God strike a light and if they are not happy with it, they can go and get some lamb. Like the rest of Australia,” he said.

“They are incapable of trying to conjure up a campaign themselves, so what do you do? You impinge on my coat tails, you get a bit of recognition. And that’s how devious they are. And treacherous. You have to be very careful. Look to your left and look to your right. Look in the rear vision mirror there. Will there be one there somewhere.

Aussie Sports stars in Operation Boomerang2:05

Wallabies skipper Stephen Moore and retired Australian fast-bowler Mitchell Johnson star in ?Operation Boomerang?, a top secret mission to ensure all Aussies have the chance to enjoy some lamb on Australia Day.

January 10th 2016

2 years ago

/video/video.news.com.au/Sport/News/

“They are always hungry, looking for something to masticate on. You have to be very careful.”

Kekovich said the threat to the ad challenged Australia’s way of life - joking perhaps they had fallen under the spell of Scientology.

“This ad as you know, we started 11 years ago, it has always been under opinionated by a bit of tongue-in-cheek. No malice and it’s good old Aussie fun. And if we ever lose sight of our wonderful larrikin spirit, we are destined for doom,” he said.

“All I can tell you vegans, just try it. Your life will change. You won’t sleep alone any more. Stop going to those Scientology classes. I think that’s what has done it, Kochie. Scientology.”

A poll run by News Corp Australia taken by more than 30,000 readers found the overwhelming majority backed the controversial ad.

When asked for their thoughts on the ad, just over 67 per cent (20,809) of poll respondents (as of 9am Friday, January 15) said they “loved it”, while only 16 per cent hated the ad and said it should be banned.

A spokeswoman for the ASB said the board would meet to decide on the future of the ad early next week.